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CANNES, FRANCE Host in Sydney, Australia, took home the Direct Grand Prix for a Virgin Mobile campaign that centered on “Warren,” a single looking for love using the wireless provider’s 5-cent text messaging program.
A series of TV spots, print ads and ambient media featuring a 20-something guy named Warren encouraged consumers to “Text me! 0403 Warren” or “To Be My Text Kitten.”
Direct jury president Howard Draft applauded the effort’s use of humor, as well as its adherence to direct marketing principles.
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