A recent, audacious heist at the Louvre Museum, involving the theft of $102 million worth of jewelry, became an unexpected marketing opportunity for Böcker, a German furniture lift manufacturer. What began as a moment of disbelief for the company quickly transformed into a stroke of genius in viral advertising. By embracing the unusual circumstances and utilizing a clever slogan, Böcker managed to turn a negative event into a massively successful promotional campaign that dramatically increased their brand visibility and engagement on social media platforms.
On a Sunday, an extraordinary robbery unfolded at the renowned Louvre Museum. Four individuals, their faces obscured by masks, executed a daring plan that saw them scale a second-floor window, seize eight priceless pieces of jewelry valued at an astounding $102 million, and then make their escape. Their exit strategy involved a Böcker AgiLo furniture lift, which lowered them to waiting scooters below. This audacious act, described as a daylight heist, was completed in a mere seven minutes, leaving authorities baffled and the world stunned. Böcker, a family-owned business operating out of Werne, Germany, instantly recognized their equipment in the news reports.
Alexander Böcker, the CEO, initially expressed his dismay, calling the act "reprehensible." However, after confirming that no individuals were harmed during the incident, the company's initial shock subsided, giving way to a more lighthearted perspective. It was Julia Scharwatz, Böcker's wife and the head of marketing, who conceived the brilliant idea for a viral slogan: "When you need to move fast."
Acting swiftly, the company secured the rights to the widely circulated photograph depicting their lift at the Louvre. The image, paired with their new slogan, was then shared across their social media channels on Monday morning. The campaign was an immediate sensation, drawing over a million views, a dramatic increase from their typical engagement of around 20,000 views. The response was overwhelmingly positive, with Böcker noting that more than 99% of reactions were favorable. Many commentators praised the company's humor and ingenuity, with some remarking, "Who says Germans don't have a sense of humor?" It was later revealed that the specific lift used in the heist had been sold to a French rental company in 2020 and was acquired by the thieves under false pretenses on the day of the robbery.
This incident exemplifies how a company, when faced with an unforeseen and potentially damaging situation, can demonstrate remarkable adaptability and creativity. By choosing to engage with the event humorously and strategically, Böcker not only mitigated potential negative publicity but also achieved a level of viral marketing success that money alone could not buy, turning an international crime into a memorable and effective advertisement for their products.