The case

Louvre, theft becomes marketing: Böcker recognises his ladder and advertises

The company in Werne, Rhineland, decided to exploit the story in an advertising campaign that quickly made the rounds on the web

by Massimo De Laurentiis

24 October 2025

Lo spot pubblicato su Instagram dall’azienda (@boeckermaschinenwerke/Instagram)

2' min read

Translated by AI

Versione italiana

2' min read

Translated by AI

Versione italiana

The German company recognised one of its products in the robbery images and devised a social campaign that went viral

Turning a multimillion-dollar theft into an advertisement: that's what Böcker Maschinenwerke GmbH, the German company producing the mechanical ladder used by the perpetrators of the jewellery theft at the Louvre Museum in Paris, did.

The company in Werne, Rhineland, decided to exploit the story in an advertising campaign that quickly made the rounds on the web.

The thieves' video

On Sunday 19 October, a gang of robbers stole several French crown jewels with an estimated value of 88 million euro from the Paris museum. After the theft, a video was released showing the thieves escaping using a mechanical ladder.

Böcker recognised the ladder in the video and took the opportunity to turn the episode into a marketing operation.

On the company's social profiles, a photo taken in front of the Louvre was posted, showing the freight elevator next to a police car. Underneath the image, a caption reading: 'When you need to move fast. The Böcker Agilo transports your treasures up to 400 kg at 42 m/min, quiet as a whisper thanks to its 230 V electric motor'.

The post went viral, garnering thousands of comments and shares. Many users called the move a stroke of genius, appreciating the irony and the ability to exploit a global media event.

Furto al Louvre, il video che mostra i ladri in azione

The leading company

Böcker Maschinenwerke GmbH is a family-owned company based in Werne, North Rhine-Westphalia. It specialises in the production of construction site lifts, hoists and lifting platforms for the construction and logistics industry.

Interviewed by the AFP agency, Managing Director Alexander Böcker explained that the decision to publish the campaign came only after verifying that the robbery had not caused any injuries. "We used a touch of humour," he said. "The crime is obviously reprehensible, but for us it was an opportunity to draw attention to our company through the world's most famous and most visited museum.

The company also clarified how the ladder ended up in the hands of the robbers. The machine had been sold years ago to a French customer who rents this type of equipment in the Paris area. According to reconstructions, the thieves had organised a fake demonstration in the days before the theft, pretending to want to test the machine, and stole it during the test.

The Louvre's security failure

The French investigation, meanwhile, continues. The authorities suspect that the robbery was commissioned by an organised crime network, while Interior Minister Laurent Nuñez said he has 'full confidence' that those responsible will be caught.

The Louvre, which reopened a few days after the theft, admitted to a serious failure of security systems. Director Laurence des Cars acknowledged that the video surveillance system in the area was 'weak and outdated' and promised to strengthen controls.