In brief
Böcker, a German lift company, has launched an advertising campaign leveraging the publicity from its equipment being used in a high-profile Louvre heist. The campaign features humorous messaging and aims to bring attention to their products. Amidst the chaos of the robbery, which resulted in the theft of €88 million worth of jewels, the company's director expressed the significance of humor in promoting their family business while acknowledging the severity of the crime.
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 €88 million worth of France's crown jewels on Sunday.The company's managing director, Alexander Böcker, told news agency AFP on Wednesday 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.Response to Böcker's new campaign has been enthusiastic, with social media comments calling it marketing genius and noting the quality associated with German manufacturing.Mr. Böcker acknowledged that the crime was reprehensible but saw the incident as an opportunity to gain visibility for his company. He noted that the lift used was purchased a few years prior by a rental company operating in Paris.As the Louvre reopened just days after the theft, the museum director admitted to failures in security that allowed the thieves to make off with priceless items, reinforcing the ongoing efforts to combat art crime.
