Böcker Utilizes Louvre Heist for Clever Ad Campaign

Sun Oct 26 2025 05:29:53 GMT+0200 (Eastern European Standard Time)

The German lift manufacturer, Böcker, has launched an innovative ad campaign following its equipment's involvement in the recent Louvre heist, turning a criminal event into marketing success.

In the wake of the Louvre theft where €88 million worth of jewels was stolen using one of its lifts, German company Böcker is leveraging this unexpected publicity with a new advertising campaign. The campaign features a humorous social media post showcasing their lift, which can transport heavy loads quickly, while the company’s director emphasizes the importance of humor during challenging times. The Louvre reportedly had security lapses during the dramatic heist.

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.

Speaking to the AFP news agency on Wednesday, the company's managing director, Alexander Böcker, said when it became clear no one was injured in the heist they 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.

Response to Böcker's new campaign has been enthusiastic, with comments on social media declaring it marketing genius and excellent, that is German quality. The ad cleverly pivots on a serious event, showcasing the brand's product in a unique way that draws attention while acknowledging the unfortunate circumstances.

Among the items stolen were diadems, necklaces, earrings, and brooches adorned with thousands of diamonds and other precious gemstones. The Louvre reopened on Wednesday, a few days after what has been called France's most shocking theft.