BMW makes a Statement with new 7 Series Launch Campaign.

Whitby, ON - The fifth generation of BMW's flagship 7 Series sedan debuted in
retailer showrooms last week. To mark the occasion, BMW Canada introduced a
strategic marketing campaign spanning across a variety of media to support the
vehicles arrival. The bulk of the campaign began on March 2, 2009 and will run
until May 25, 2009, while online teaser elements began in February and customer
events starting in January.

Campaign Concept: The Statement.
The campaign positions the new 7 Series as 'The Statement' in automotive
design, innovation, performance and exclusivity. 'The Statement' theme is
fused with the idea of a personalized experience because the BMW 7 Series
customer is the most elusive of all BMW prospects. As such, the campaign is
designed to create as intimate a connection with the target as mass media
channels will allow.

Exclusive Closed Room Events.
A select group of prospective customers were given the opportunity to
personally experience the new BMW 7 Series at a closed room event. These
invite only events gave customers an exclusive sneak preview of the car before
it was available to the public.

BMW Canada kicked off the campaign through exclusive unveilings of the 7 Series
in Montreal from January 9 to the 13, in Toronto from January 21 to February 8
and in Vancouver from February 19 to22. In total, more than 1000 guests were
able to see, touch, feel and experience the car first hand in an intimate
setting.

Magazine Communications Tailored to Editorial Content.
The magazine component of the campaign utilized the Personalized Experience by
tailoring the theme and tone of the ad executions to the editorial content of
various publications. For example, an execution that highlights exterior design
appears in architecture and design focused titles with the tag line, "It's not
about modernism. It's about magnetism", while ads featured in business related
publications featured the tag line, "It's not about ROI. It's about BPM".

Five individual ad concepts were developed, each focusing on signifcant
features of the new BMW 7 Series: innovation, design, performance, luxury and
technology.

BMW chooses Full Colour Double Page Newspaper Spreads to make a Statement.
Phase one of the newspaper executions featured full colour double page
advertising spreads in some of Canada's leading daily newspapers: the Globe and
Mail, La Presse and the Vancouver Sun on March 5, 2009. In the following
weeks, half page full colour ads were featured in the above mentioned dailies
as well as in the Calgary Herald.

BMW's advertising agency of record, Cundari worked with Prime Advertising, an
agency specializing in marketing to the Chinese community to create ads for the
Chinese market. The ads feature different artwork and copy which were tailored
to resonate with Chinese cultural values. The ads will appear in two of the
most prominent Chinese Language publications: Ming Pao and Sing Tao.

Online creative highlights 7 Series technical leadership.
To introduce the new 7 Series to the Canadian market the campaign launched with
an online component. Big box display ads were featured on a number of news and
financial websites. The ads leverage the offline communication headlines to
highlight innovative technical features of the 7 Series like Dynamic Driving
Control and Night Vision with Pedestrian Detection.

The online ad creative also included a search marketing campaign which linked
any search for information on the new 7 Series directly to BMW Group Canada's
website, BMW.ca. While at BMW.ca visitors to the site can access a wide range
of tools, including a 7 Series configurator for customers to build their car
online, online brochures and multimedia downloads specific to the new 7
Series.

An added feature is a microsite where the head of BMW Group design, Adrian van
Hooydonk escorts the viewer through a detailed walk around highlighting key
design elements on the interior and exterior.

Out of home ads make a statement.
BMW Group Canada is using out of home communications to make a statement about
the new 7 Series. Through large billboards and office tower parking garage
posters, BMW Group Canada will continue to emphasize the theme of 'The
Statement'. Placements for these ads include the Montreal and Vancouver
airports as well as strategically chosen locations in Toronto, Montreal,
Calgary and Vancouver. The locations were chosen as they will target potential
7 Series clients in areas where they work and travel as well as generate
awareness of the brand and the vehicle itself to a broader audience.

Ad creative was produced by Cundari, Blast Radius handled online integration
and The Media Company was responsible for the media buys.

BMW Group Canada, based in Whitby, Ontario, is a wholly-owned subsidiary of BMW
AG and is responsible for the distribution of BMW luxury performance
automobiles, Sports Activity Vehicles, Motorcycles, and MINI. BMW Group
Financial Services Canada is a division of BMW Group Canada and offers retail
financing and leasing programs and protection products on new and pre-owned BMW
and MINI automobiles, as well as retail financing for new and pre-owned BMW
Motorcycles. A total network of 40 BMW automobile retail centres, 19 BMW
motorcycle retailers, and 25 MINI retailers represents the BMW Group across the
country.