Böcker's Controversial Ad Capitalizes on Louvre Jewelry Heist

In a striking marketing move, German lift manufacturer Böcker has taken advantage of the recent high-profile jewel theft at the Louvre to promote its products on social media. The October 19 incident involved thieves making off with Napoleonian jewels valued at €88 million in just seven minutes, using one of Böcker's lifts—the Agilo. In a post that has since gone viral, the company shared an image of the lift left abandoned outside the museum, accompanied by the provocative caption: "When you need to hurry." Accompanying the caption, the company highlighted the Agilo's features, noting its capacity to transport up to 400 kilograms at a speed of 42 meters per minute, all while operating quietly thanks to its 230-volt electric motor. This reference to the lift's subdued operation underscores how the thieves executed their plan with remarkable stealth, evading detection. The gravity of the crime contrasts sharply with the light-hearted slant of Böcker's advertising, leading to mixed reactions online. Julia Scharwatz, the marketing manager and wife of CEO Alexander Böcker, revealed that the company first learned of their lift's involvement from the news, and initially, they found humor in the situation, stating, "When it became clear that no one was hurt, we started joking and thinking of some funny slogans." Interestingly, Scharwatz shared that the Agilo used in the heist was sold five years prior to a company in the Paris area that offered rentals, implying the thieves had expressed interest and acquired it through a demonstration test. This account contrasts emerging reports suggesting the lift had been stolen from an individual who was trying to sell it on Leboncoin, a popular French online marketplace. On that fateful Sunday, the thieves placed the lift beside the Seine, strategically using it to access the first floor of the Louvre and enter the Gallery of Apollo, where they executed their theft. After securing the jewels, they exited in a dramatic fashion, descending with the lift before making their escape on scooters. Despite the serious undertones of the crime, Böcker's advertising post has attracted remarkable attention on social media, amassing over 17 million views in a matter of days, far surpassing the typical engagement of 15,000 to 20,000 views for the company's posts. While much of the feedback has been positive, a number of critics have branded the advertisement as inappropriate for leveraging a real crime for commercial gain. As of now, it appears that the buzz generated by the advertisement has not translated into a noticeable increase in orders for the Agilo. However, the incident has sparked discussions about ethics in marketing and the fine line between humor and insensitivity when approaching real-world tragedies. Related Sources: • Source 1 • Source 2