Böcker Capitalizes on Louvre Heist with Clever Ad Campaign

Sat Oct 25 2025 12:40:34 GMT+0300 (Eastern European Summer Time)

After a lift manufactured by Böcker was used in the recent Louvre Museum heist that stole €88 million worth of treasures, the company has humorously leveraged the incident to promote its products.

In the wake of a significant theft at the Louvre Museum, where €88 million worth of royal jewels were stolen using a lift produced by Böcker, the German company has launched a humorous advertising campaign. Highlighting the efficiency of its Agilo lift, which was implicated in the heist, Böcker's advert states, 'When you need to move fast.' The theft, which unfolded in under eight minutes, has drawn public attention to the company, leading to positive reactions on social media. Though Mr. Böcker condemns the crime, the incident has given the family-run business an unusual opportunity for promotion.

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.

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

The Louvre reopened on Wednesday, a few days after what has been called France's most shocking theft.