A German company, Böcker, has found itself unexpectedly linked to the high-profile theft at the Louvre Museum after one of its mechanical lifts was allegedly used in the heist. The Werne-based firm has seized the opportunity to launch a creative advertising campaign, leveraging the global attention surrounding the incident. The campaign features an image of their Agilo ladder extending to the Gallery of Apollo balcony, accompanied by the tagline, ‘When you need to move fast. The Böcker Agilo transports your treasures weighing up to 400kg at 42m/min – quiet as a whisper.’
The theft, which occurred on Sunday, involved the theft of €88 million worth of France’s crown jewels. Video footage shows the alleged thieves escaping on the Böcker ladder. Alexander Böcker, the company’s managing director, emphasized that while the crime is reprehensible, the incident provided a unique opportunity to promote their family-run business. ‘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,’ he told AFP.
The campaign has garnered enthusiastic responses on social media, with users praising it as ‘marketing genius’ and ‘German quality.’ Mr. Böcker revealed that the ladder was sold years ago to a French customer who rents such equipment in Paris. The thieves reportedly arranged a demonstration of the machine last week and stole it during the process.
The Louvre reopened on Wednesday, days after what has been dubbed France’s most shocking theft. Museum director Laurence des Cars admitted to security lapses, including inadequate CCTV coverage. ‘We failed these jewels,’ she said, taking responsibility for the incident. Interior Minister Laurent Nuñez expressed confidence that the thieves, believed to be part of a criminal organization, would be apprehended.