For men, the real ones...

GRogall unearths an interesting web address: LEGOmen.de... No, this is not a novelty as I have read in various places, but it is indeed a marketing initiative of the manufacturer which already dates back to 2010 and which aimed to target male customers adult brand by promoting, among other things, sets from the Technic range or UCS sets.

The site dedicated to this promotional campaign is in German, and benefits from a modern and efficient layout. The masculine, organized, serious and adult side emerges from the overall presentation. It is always kept up to date because there are relatively recent sets (2011) such as the Mercedes-Benz Unimog U 400 (8110), the Volkswagen T1 Camper Van (10220) or Millennium Falcon (7965). 

At the time, LEGO also published advertising pages presenting set 8043 in several lifestyle magazines aimed at an exclusively adult and male readership and a Dutch high-end costume seller even offered Technic sets to his customers and ensured them promotion in its window.

In any case, this is once again proof that LEGO cares about its adult customers and knows how to sectorize its communication actions by not hesitating to target specific audiences from time to time, as is currently the case with girls. (Friends range with dedicated micro-site).

Take a walk on LEGOmen.de, you will see, one almost has the impression of being elsewhere than on the usual supports declined by the manufacturer. The seriousness of the matter inevitably makes one think of these plethora of micro-sites intended to promote razor or after-shave brands for young adults who are sporty and feel good about themselves ...