Böcker's Bold Marketing Move Following Louvre Heist

Fri Dec 05 2025 09:38:24 GMT+0200 (Eastern European Standard Time)

In the wake of the shocking Louvre heist, a German lift manufacturer capitalizes on unexpected publicity with a clever ad campaign, humorously showcasing their product while grappling with its association to the crime.

Böcker, a German company whose lift was used in the Louvre heist, launches a tongue-in-cheek advertising campaign featuring their famous product. The campaign aims to draw attention to their business in the aftermath of the theft, which involved €88 million worth of jewels stolen from the museum. Despite the seriousness of the crime, the company's director emphasized their focus on humor to promote their family-run business.

A German company inadvertently embroiled in the Louvre Museum heist after one of its lifts was used in the theft is making the most of its free publicity - by launching a new advertising campaign.

Werne-based firm Böcker this week published a social media post featuring the now-famous image of its furniture ladder extending up to a balcony outside the Gallery of Apollo.

When you need to move fast, reads a banner under the image. The Böcker Agilo transports your treasures weighing up to 400kg at 42m/min - quiet as a whisper.

Video has emerged of the alleged thieves escaping on the mechanical ladder after stealing €88m worth (£76m; $102m) of France's crown jewels on Sunday.

The company's managing director, Alexander Böcker, told news agency AFP that, when it became clear no one was injured in the heist, it had used a touch of humour to draw attention to the family-run business.

The crime is, of course, absolutely reprehensible, that's completely clear to us, Mr. Böcker said. It was... an opportunity for us to use the most famous and most visited museum in the world to get a little attention for our company.

Reaction to Böcker's new campaign has been enthusiastic, with responses on social media including marketing genius and excellent, that is German quality.

Mr. Böcker recognized his company's device from news reports, stating the machine was sold a few years ago to a French customer who rents this type of equipment in Paris and the surrounding area. The thieves had arranged to have the machine demonstrated to them last week and stole it during the demonstration, he added.

The Louvre reopened on Wednesday, shortly after the heist that saw some of France's most valuable treasures taken, including diadems, necklaces, and brooches adorned with thousands of diamonds.

Director Laurence des Cars admitted that security failed to stop the gang early enough and addressed the aging CCTV issue, focusing on improving security measures.