GRogall unearths an interesting web address: LEGOmen.de ... No, it's not a brand new thing as I've read in various places, but it is indeed a marketing initiative from the manufacturer dating back to 2010 which aimed to target the brand's adult male clientele by promoting, among other things, sets from the Technic range or UCS sets.
The website dedicated to this promotional campaign is in German and boasts a modern and effective layout. The overall presentation conveys a masculine, organized, serious, and mature feel. It is regularly updated, featuring relatively recent sets (2011) such as the Mercedes-Benz Unimog U 400 (8110) , the Volkswagen T1 Camper Van (10220) , and the Millennium Falcon (7965).
At the time, LEGO also published advertising pages featuring set 8043 in several lifestyle magazines aimed at an exclusively adult and male readership, and a Dutch high-end suit seller even offered Technic sets to his customers and promoted them in his shop window.
This is yet another example of LEGO taking its adult clientele into account and knowing how to segment its communication efforts by not hesitating to target specific audiences on occasion, as is currently the case with girls ( Friends range with dedicated microsite ).
Take a look at LEGOmen.de ; you'll see, it almost feels like you're on a completely different platform than the manufacturer's usual offerings. The seriousness of it inevitably brings to mind those countless microsites designed to promote razor or aftershave brands aimed at sporty, confident young adults...
