A family-run German manufacturer, Böcker, found its Agilo furniture lift thrust into the Louvre’s crown jewel heist, then flipped the moment into a cheeky ad campaign. Within a day, the firm posted the tagline When you need to move fast on Facebook and Instagram, featuring the same elevator used to enter a window and flee with about €88m in Napoleonic jewelry. Marketing chief Julia Scharwatz said reaction was overwhelming: Instagram reach jumped to 1.7 million, mostly positive, though some called the humor tasteless. The lift had been stolen from a Paris rental company.
Reviewed by JQJO team
#louvre #heist #bcker #publicity #security
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