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 of France's crown jewels on Sunday.
The company's managing director, Alexander Böcker, told news agency AFP that, when it became clear no one was injured in the heist, it had used a touch of humour to draw attention to the family-run business. The crime is, of course, absolutely reprehensible, that's completely clear to us, Mr Böcker said. It was... an opportunity for us to use the most famous and most visited museum in the world to get a little attention for our company.
Reaction to Böcker's new campaign has been enthusiastic, with comments on social media including marketing genius and excellent, that is German quality. The thieves had arranged to have the machine demonstrated to them last week and had stolen it during the demonstration. They arrived at the Louvre shortly after the museum opened its doors, and within eight minutes, they made off with valuable treasures, including diadems and necklaces adorned with diamonds.
The Louvre reopened Wednesday, a few days after what has been called France's most shocking theft, with the museum's director acknowledging the failure of security measures that allowed the robbery to go undetected.
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 of France's crown jewels on Sunday.
The company's managing director, Alexander Böcker, told news agency AFP that, when it became clear no one was injured in the heist, it had used a touch of humour to draw attention to the family-run business. The crime is, of course, absolutely reprehensible, that's completely clear to us, Mr Böcker said. It was... an opportunity for us to use the most famous and most visited museum in the world to get a little attention for our company.
Reaction to Böcker's new campaign has been enthusiastic, with comments on social media including marketing genius and excellent, that is German quality. The thieves had arranged to have the machine demonstrated to them last week and had stolen it during the demonstration. They arrived at the Louvre shortly after the museum opened its doors, and within eight minutes, they made off with valuable treasures, including diadems and necklaces adorned with diamonds.
The Louvre reopened Wednesday, a few days after what has been called France's most shocking theft, with the museum's director acknowledging the failure of security measures that allowed the robbery to go undetected.
