A German Company Turns a Heist into a Marketing Win

A small German company, Böcker, found itself unexpectedly connected to a high-profile heist at the Louvre Museum in Paris. The thieves used one of their furniture lifts to break in and steal valuable jewellery worth millions. Instead of staying quiet, the company decided to turn the situation into a clever marketing campaign. The company quickly launched a social media campaign with the tagline \"When you need to move fast. \" They posted pictures of the lift used in the heist, highlighting its features like its speed and quiet operation. The marketing chief, Julia Scharwatz, and her husband, Alexander Böcker, saw the news and realized their product was involved. They initially felt shocked but then started brainstorming funny slogans. The campaign went live within a day, and the response was huge. Their Instagram posts usually reach around 15, 000 to 20, 000 people, but this time it hit 1. 7 million. Most people found it humorous, but some thought it was in poor taste. The company had sold the lift to a French company in 2020, which rented it out to customers. The thieves stole it during a demonstration. Böcker, founded in 1958, is known for its tradition and innovation. The company has about 600 employees and a slogan \"My way to the top. \" The marketing campaign has brought them a lot of attention, though it's not clear if it has translated into new business yet. The company has received a few inquiries about their furniture lifts this week.