Paris / Werne, Germany — A daring daytime robbery at the Louvre Museum has unexpectedly turned into a marketing windfall for a German lift manufacturer. Böcker Maschinenwerke GmbH, based in Werne near Dortmund, found that one of its truck-mounted “Agilo” freight lifts was used by thieves to scale the museum façade, enter through a window, and steal an estimated €88 million worth of Napoleonic jewels.
From Shock to Laughs: Böcker’s Clever Response
Alexander Böcker, the third-generation CEO of Böcker, said he was initially “shocked that our lift had been misused for this robbery.” But after the initial surprise, the company decided to lean into the moment — responding with a tongue-in-cheek social media campaign that has gone viral.
One Instagram post showed the Agilo lift positioned against a balcony of the Louvre’s Apollo Gallery with the caption:
“When you need to move fast: the Böcker Agilo carries your treasures up to 400 kg at 42 m/min — quiet as a whisper.”
The ad cleverly frames the lift’s real capabilities — speed, load capacity, silence (thanks to its 230-volt electric motor) — while poking fun at its unexpected use in the heist.
Mixed Public Reaction
The response has been mostly positive: many on social media praised Böcker’s boldness and humor, calling the campaign a “stroke of marketing genius.” However, not everyone agreed — some critics consider it insensitive to make light of a crime involving cultural heritage.