In brief
Böcker, a German lift manufacturer, capitalizes on the notoriety gained from a recent heist at the Louvre Museum where one of their lifts was utilized. Their new ad campaign features a humorous take on the incident, promoting the lift's efficiency and quiet operation. Amidst the theft of €88 million worth of crown jewels, the company views the situation as a unique opportunity, attracting positive attention and responses from the public.
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, mentioned that they embraced a sense of humor for the campaign after confirming that no one was injured during the heist.
Reactions on social media to Böcker's new campaign have been enthusiastic, with many responses praising the marketing approach. The Louvre reopened shortly after the heist, admitting to insufficient security measures that allowed the theft to occur swiftly.
