Days after one of its elevators was used in a daring robbery at the Louvre Museum in Paris, the German company Böcker took advantage of its sudden fame by launching an advertising campaign for its products in a striking and controversial way.
Clever ad after the crime
The company, based in the German city of Pirna, published a picture of its elevator used in the theft as it extends towards the balcony of the Louvre Museum from the famous Apollo Hall, and wrote next to it the phrase:
“When you need to move fast…the Böcker Agilo lift transports your treasures up to 400 kg at a speed of 42 meters per minute, whisper-quiet.”
Video clips showed that the thieves used the same hydraulic elevator to escape after stealing French royal jewelry worth approximately Rs 900 crore (nearly 100 million euros) in just seven minutes.
The company’s response: “We added a touch of humor.”
Alexander Booker, the company’s CEO, told Agence France-Presse that they decided to deal with the situation with a sense of humor after ensuring that there were no casualties. He added:
“It was an opportunity to use the most famous museum in the world to bring a little attention to our company.”
He explained that the elevator was used by French agents in Paris who were renting it, and that the thieves stole it after showing it to them for a test run. The French owner reported the incident to the police.
Stealing “Royal Treasures”
The thieves entered the museum immediately after its opening, and left within seven minutes carrying crowns, necklaces, and earrings dating back to the nineteenth century, including pieces belonging to Empress Eugenie, Empress Marie-Louise, and Queens Marie-Amelie and Hortense, in addition to a rare antique brooch, according to the French Ministry of Culture.
This theft is considered one of the most audacious crimes in Europe, and the museum was temporarily closed following the incident to review security procedures.
