The German company Böcker, specialized in lifting machinery, has launched a real-time campaign after one of its machines was used during the theft of Crown jewels at the Louvre Museum. The model involved is the Agilo elevator, an inclined platform designed for removals, which the perpetrators of the robbery used to access through a museum window and later flee with the loot.

Far from maintaining silence, the company has responded with a communication action. Thus, Böcker has shared an image of its product on social networks, accompanied by the phrase: “When you need to move fast”. The campaign highlights the technical capabilities of the elevator, capable of transporting up to 400 kilos at 42 meters per minute, and focuses on its efficiency and discretion.

As explained by Julia Scharwatz, Marketing Director at Böcker, the reaction arose after identifying the device in the images of the event. “We were shocked to see one of our teams involved”he declared. Once it was confirmed that there were no victims or personal injuries, the team decided to take advantage of the notoriety of the case to reinforce the visibility of the brand. In less than 48 hours, the campaign was already in circulation.

The content has far exceeded the company’s usual metrics on Instagram, going from about 20,000 views per publication to more than 1.7 million, with wide impact in the media and positive comments on networks. Some users have praised the speed and ingenuity of the campaign, while others have criticized the ironic approach given the context of the robbery.

A movie theft

The elevator was stolen from a rental company in Paris during an alleged demonstration. According to Scharwatz, the perpetrators of the theft posed as customers, and the owner reported the equipment missing days before the event. Founded in 1958 and based in Werne, Germany, Böcker is a family business that employs around 600 people.

The Louvre robbery has had a great media impact in France. A local television network has recreated the events with animation generated by artificial intelligence, which has contributed to reinforcing the visual impact of the episode. The image of the ladder resting on the museum’s balcony has circulated throughout the world.

Böcker’s Agilo, originally designed to facilitate moves in historic buildings, has thus ended up becoming the involuntary protagonist of one of the most spectacular thefts in recent years. The brand, aware of the debate that its involvement could generate, has opted for direct, technical communication with a touch of irony, without trivializing the crime, but reinforcing the attributes of its product: efficiency, precision and operational silence.