German Company Seizes Unlikely Marketing Chance After Louvre Heist

A daring heist at the Louvre on June 25, 2023, left many in France stunned and outraged as thieves used a furniture elevator to escape with valuable jewels. The audacious nature of the crime, which took less than ten minutes, presented a unique marketing opportunity for the German company Böcker, the manufacturer of the elevator involved.

Alexander Böcker, CEO of Böcker, and his wife, Julia Scharwatz, recognized their Agilo truck-lift in the news coverage immediately after the robbery. In an interview with Reuters, Böcker stated that the incident was both shocking and an unexpected chance to highlight their product. A day after the theft, they launched a new advertising campaign that featured a photo of the Agilo parked outside the Louvre, accompanied by the tagline: “When you’re in a hurry, the Böcker Agilo carries your heavy treasures.”

The advertisement quickly captured attention online, tapping into the widespread public interest surrounding the heist. With no injuries reported, the campaign seemed to resonate with people, especially in Germany, where some expressed a sense of schadenfreude regarding their neighbors’ misfortune. “Excellent,” commented one user on Böcker’s Instagram post, appreciating the company’s bold response.

Böcker headquarters is located in Werne, approximately 400 miles from the Louvre. The company has gained insights into the international perception of their marketing approach. Böcker noted that feedback from overseas indicated a recognition of their humor in the situation. “We have even had feedback from abroad saying, ‘Hey, you Germans do have a sense of humor after all,’” he said.

In a separate interview with The Guardian, Scharwatz explained that the Agilo elevator was initially sold to a company in Paris in 2020, which had since become the source of the elevator used in the heist. The decision to proceed with the marketing campaign was made only after it became clear that the incident had not resulted in any injuries.

The campaign has proven popular in Germany, highlighting the cultural dynamics at play. Many Germans are reveling in the situation, viewing it as an opportunity to showcase the quality and versatility of their machinery. The rapid response to the heist reflects a blend of resilience and marketing savvy, turning a criminal act into a moment of brand visibility.

As the heist continues to spark conversations in France and beyond, Böcker’s timely advertisement serves as a reminder of the unpredictable nature of marketing opportunities in today’s world.