Böcker Makes a Smart Move with New Ad Campaign Post-Louvre Heist

Mon Nov 10 2025 23:16:28 GMT+0200 (Eastern European Standard Time)

After its lift was used in the Louvre heist, German company Böcker capitalizes on unexpected publicity with a humorous ad campaign, featuring its furniture ladder and highlighting its efficiency.

Böcker, a German lift manufacturer, has launched a new advertising campaign following the unusual publicity it received after one of its lifts was involved in a high-profile heist at the Louvre Museum. The campaign, featuring a humorous twist, promotes their Agilo lift as a reliable solution for transporting valuable items swiftly, even as they acknowledge the seriousness of the crime. Reaction to the initiative has been overwhelmingly positive, showcasing the clever marketing strategy amidst a backdrop of significant theft from one of the world's most famous museums.

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 has been enthusiastic, with responses on social media including marketing genius and excellent, that is German quality.

Your messaging takes the crown, one commenter quipped.

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

The museum's director admitted on Wednesday that the Louvre failed to stop the theft in time and acknowledged that no one was protected from brutal criminals - not even the Louvre.