Böcker Capitalizes on Louvre Heist with Bold Ad Campaign

Sat Oct 25 2025 13:45:09 GMT+0300 (Eastern European Summer Time)

After its lift became an unwitting accomplice in the recent Louvre jewel heist, German company Böcker launches a humorous advertising campaign to gain publicity.

In the wake of a daring heist at the Louvre Museum, where thieves made off with €88 million worth of jewels, German lift manufacturer Böcker has taken the opportunity to launch an advertising campaign featuring the lift that was used during the theft. The campaign showcases their machinery's capabilities with a playful twist, igniting interest and positive reactions on social media. Company executives have emphasized their disapproval of the crime, expressing gratitude for the unexpected publicity, while the museum grapples with security criticisms following the incident.

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 (£76 million; $102 million) 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.

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 told AFP that he recognized his company's device from news reports, saying 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 arrived at the Louvre on Sunday shortly after the museum opened its doors. Within eight minutes, they had made off with some of France's most valuable treasures, including those belonging to former royalty and imperial rulers.

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 security failed to spot the gang early enough to stop the theft and that CCTV around its perimeter was weak and aging.

Interior Minister Laurent Nuñez told France's Europe1 radio that he had every confidence the thieves would be caught.

Prosecutors said they believed the robbers acted under orders from a criminal organization.