Louvre Heist Turns Into Marketing Gold for Lift Manufacturer

Sun Oct 26 2025 07:46:53 GMT+0200 (Eastern European Standard Time)

A German lift company seizes unexpected publicity from the recent Louvre heist by launching a clever ad campaign featuring its equipment.

After being involved in the shocking Louvre heist where thieves stole €88 million worth of crown jewels, German lift manufacturer Böcker used the situation to their advantage by launching a witty ad campaign. The campaign showcases their lift system's speed and strength, capturing the attention of social media users who praised the company's clever marketing strategy. With the Louvre's director acknowledging the museum's failure to prevent the theft, and ongoing investigations into the robbery, the story continues to unfold.

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.

Reaction to Böcker's new campaign has 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. The museum's director admitted that CCTV around its perimeter was weak and aging and acknowledged the Louvre's failure to spot the gang early enough to stop the theft.

Interior Minister Laurent Nuñez stated he had every confidence the thieves would be caught, amid ongoing investigations into their actions.