Amazon Ads Upfronts


IAB’s Digital Upfronts offers attendees new launches, opportunities and insight from the biggest brands in the digital space – so as an industry leader, Amazon Ads had to stand out and appointed Smyle to design their experience, curate content and leave a lasting impression on guests.

Our strategic thinking and audience insight meant we knew we needed to create an environment that popped. The ‘Amazon Arcade’ concept brought a vibrant, neon world of retro gaming that tied together Amazon Ads’ sub-brands and gave guests a great space to network. Host Alice Levine mediated expert panels, and product previews were brought to life on a huge LED screen, showing how and why Amazon Ads can make a real difference to their customers.

And then, for a bit of magic, we turned the main space around in 30 minutes to introduce our main act of the evening – the Kaiser Chiefs and, just like them, the event never missed a beat.

Key Takeaways

  • All the Amazon brands under one roof for focused customer engagement
  • Not a spare seat in the house
  • Special on-the-night announcements led to a real VIP feel