The print ad is a supplement to the commercial, as it assumes the reader has already seen the commercial involving three roommates who begin to sing the jingle to flex State Farm's promised powers. The first roommate sings the jingle and with a snap of the fingers orders a personal State Farm agent right to the living room. This shows their dedication to live up to their promise by demonstrating how their agents work on a very personal level, which is devised to make the consumer more comfortable and to not be so intimidated by their insurance policy. The second roommate performs the jingle routine and orders the "hot girl from room 4-E." The actors in this advertisement are in their mid-twenties, which is appealing to a younger market. The ad very carefully involves different ethnic groups as well.
In a bear market, there is no room for financial error, and State Farm does a good job of recognizing that, as their main consumer base is of the youngest people eligible to get insured. They promise discounts up to 40% and other features to make their services more personal. This is to make the young, and newly insured feel like they are not alone and their insurance company is doing their job of getting their back.
Nearly every insurance company out there has some incredibly clever way of connecting with their audience. This strategy may be a procedure to soften the blow, so to speak of high costs of insuring their customers by making them feel like they making the best choice of paying an arm and a leg, but they are receiving the biggest bang for their buck.
State Farm is a good neighbor with benefits
