German Firm Unveils Campaign: Lessons from the Louvre Heist and the Silent Lift Incident

A family-run German company, Böcker, unexpectedly found itself at the center of a famous theft from the Louvre in Paris. Thieves used one of Böcker’s furniture lifts to pull off the heist, snatching €88 million worth of Napoleonic jewelry in under ten minutes.

In response, Böcker launched a clever ad campaign featuring the catchphrase, “When you need to move fast.” They shared this on Facebook and Instagram within a day of the crime, showcasing their Agilo furniture lift, the very tool used in the crime. The lift can carry up to 400kg and operates quietly, reaching speeds of 42 meters per minute, which might explain its appeal to the criminals.

Julia Scharwatz, Böcker’s marketing chief, and her husband, Alexander, were shocked when they saw their product linked to such a dramatic event. Initially disturbed, they soon found humor in the situation. “No one was hurt, so we decided to make some jokes and brainstorm fun slogans,” Julia shared. The campaign took off quickly; by Monday morning, it was live.

Interestingly, the lift had been rented out to a French company, which the thieves had approached to demonstrate its use. Following the robbery, Böcker reported that they had received numerous inquiries about their products, indicating that the buzz around the theft may be generating business interest.

Since launching the campaign, early feedback has been largely positive, with the company’s social media reach soaring from 20,000 followers to over 1.7 million. “I thought it would catch on, but this is extraordinary,” Julia said. While reactions range from praise for the clever marketing to criticism for its insensitivity—one Facebook user called it “tasteless”—the company is navigating the situation with a mix of humor and pragmatism.

In today’s digital landscape, responsiveness is key. Social media trends show that brands often react to current events, sometimes with humor and sometimes with caution. This approach can lead to increased visibility and engagement, but it also carries risks, especially when the topic is sensitive.

As companies like Böcker demonstrate, the line between marketing and moral responsibility can be thin. In a world flooded with content, staying relevant while being tactful is no small feat. For businesses aiming to navigate this complex landscape, it’s crucial to consider not just the immediate benefits of going viral, but also the broader implications of their messaging in a rapidly changing environment.



Source link