France: Louvre theft becomes advertising for German lift company

Frankfurt (Germany), 23 October. (LaPresse) – The sensational jewellery theft at the Louvre had a curious follow-up in Germany: the Böcker company, based in Werne, North Rhine-Westphalia, discovered that the goods lift used by the thieves came from its own factory – and decided to take advantage of the opportunity to advertise its products with a touch of irony. “When you need to hurry,” reads the caption next to the photo of the Böcker vehicle parked in front of the Paris museum, posted on social media by the company. “It transports treasures weighing up to 400 kilograms at 42 metres per minute – in absolute silence,” continues the advertisement. ‘Even professional criminals choose the best equipment,’ CEO Alexander Böcker commented sarcastically to broadcaster WDR. The post sparked hundreds of reactions: many users praised the marketing ploy – ‘the campaign of the year,’ wrote one – while others deemed it in poor taste. ” The French are upset and a German company is joking about it,‘ one user observed. The company explained that the vehicle had no connection with the theft, but that the story had been turned into a viral campaign with humour. ’Our team recognised the lorry on TV and seized the opportunity. After all, we Germans have a fairly dark sense of humour,” said marketing manager Leonie Sauerland.