A German company is getting a lot of attention online for a surprising advertising campaign. They’re using a photo from the famous Louvre robbery in Europe to promote their product.
Bocker Maschinenwerke, a German lift company, posted on Instagram on October 23rd a photo of one of their furniture lifts. This was the same type of lift used in the recent, high-profile art theft at the Louvre in Paris on October 19th.
Police have released details about the robbery, confirming the thieves used a sophisticated lift to reach the Denon Wing – the part of the museum where the Mona Lisa is displayed.
Bocker determined the stolen vehicle was one they had sold in 2020 to a rental company in Paris, and which had reportedly been stolen prior to the incident. Surprisingly, instead of trying to avoid publicity, Bocker welcomed the attention it received.
German lift firm pokes fun at Louvre heist
The company playfully shared the popular photo as part of a social media campaign showcasing how quickly and efficiently their lift operates. They captioned it with “When you need to move fast,” and then highlighted the lift’s capabilities: it can carry loads up to 400kg at 42 meters per minute, all while operating very quietly. They also used the hashtags #Louvre and #Bocker to emphasize the connection.
The post is rapidly spreading online, generating a huge response from people who are praising it as a brilliant marketing move. Many are calling for the marketing team to be rewarded, and one person highlighted the idea that even negative attention can be beneficial, stating, “Every crisis is an opportunity!”
View this post on InstagramA post shared by Böcker Maschinenwerke GmbH (@boeckermaschinenwerke)
The post quickly went viral, gaining widespread attention across Europe and dramatically increasing Bocker’s number of social media followers.
Whether you see it as good or bad publicity, Bocker’s social media team reacted quickly and successfully, making the company’s name almost as well-known as the robbery it was involved in.
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2025-10-24 13:50