Germany
German Firm Böcker Turns Louvre Heist into Viral Ad Campaign: In an unexpected twist following the Louvre museum heist in Paris, a German family-run company, Böcker, has cleverly transformed its inadvertent involvement in the robbery into a viral marketing campaign.
After thieves reportedly used a Böcker Agilo furniture lift to steal €88 million (£76 million) worth of Napoleonic jewels from the Louvre, the company responded within 24 hours with a tongue-in-cheek social media campaign titled “When you need to move fast.”
From Shock to Strategy
According to Julia Scharwatz, Böcker’s marketing chief, she and her husband Alexander Böcker, the firm’s third-generation CEO, were reading about the daring heist on Sunday when they recognized their own equipment in the viral images.
“It was shocking to see one of our products used in such a way,” Julia said. “Once we realized no one was injured, we started joking about slogans and thought — why not turn this moment into something positive?”
By Monday morning, the ad campaign was live on Facebook and Instagram, featuring the now-famous Agilo furniture lift and the caption:
“When you need to move fast — up to 400kg of treasures at 42m per minute, as quiet as a whisper.”
Turning a Crime into Creativity
Böcker’s quick reaction turned global headlines into brand visibility. The playful approach resonated online, earning praise for its humor and smart marketing timing. Many users admired how the company balanced sensitivity with creativity.
The firm emphasized that it did not endorse or condone the crime, clarifying that the lift had been stolen from a French rental company. The thieves had earlier shown interest in renting it, but instead took it during a demonstration — a fact the owners reported to police before the heist.
A Legacy of Innovation
Founded in 1958 in Werne, near Dortmund, Böcker has built its reputation on engineering excellence with the slogan “My way to the top.” Today, it employs about 600 people and is known for its blend of tradition and innovation.
Over the years, Böcker has supplied high-performance construction and transport lifts worldwide. However, this is the first time its equipment has been part of a Hollywood-style heist — and now, a viral advertising sensation.
Marketing Triumph After Mayhem
While the Louvre and French authorities continue their investigation, Böcker has gained global attention — not for engineering, but for its ingenious PR response.
As Julia Scharwatz summed it up:
“We didn’t ask for this attention, but we wanted to make the best of it. In marketing, timing is everything — and this time, the lift wasn’t the only thing that moved fast.”
