MEDIA DESIGN NEW TECHNOLOGIES

RESEARCH OF MASAK LEMAK CILI API

Masak Lemak Cili Api is a Malaysian traditional that famous by it spicy taste and the use in coconut milk and tumeric powder. It is famous in Negeri Sembilan and also around people that favours spicy food. Masak Lemak Cili Api also has a variety in cooking, mostly they are using chicken, vegetable and fish. From this I learn that mostly people in peninsular Malaysia favouring this dishes.

This dish is consists of coconut milk, tumeric powders, bird's eye chilli (cili api), lemon grass and tumeric leaves. The original recipes doesn't use garlic and red onion but nowadays people alter the recipe according to the their own taste.

Image 1: The example of Masak Lemak Cili Api recipe

From this research also, I found that the Masak Lemak Cili Api doesn't has the instant paste or any instant product.

MEDIA DESIGN NEW TECHNOLOGIES

CONCEPT BOARD


For concept board, I use MAGGI taglines " Happiness is Homemade" as my main point. The concept is about food can bring joy to the family or eating at home or home cooking can bring happiness to the family.

As for Masak Lemak Cili Api is traditional food in Malaysia and it famously known in Negeri Sembilan. The colour theme is yellow because it main color of Maggi is yellow and Masak Lemak Cili Api is yellowish because of the mixture of coconut milk and tumeric powder as the main ingredient in Masak Lemak Cili Api.

So the concept board would be consists of showing family eating together, masak lemak cili api as the new ingredients and maggi products.

MEDIA DESIGN NEW TECHNOLOGY

MEDIA DESIGN NEW TECHNOLOGY

In this modules, I need to find out what is advertising campaign and from that I need to choose the brands that I want to promote.

An advertising campaign is a series of advertisement messages that shares a single idea and theme which make up an integrated marketing communication (IMC). Advertising campaigns appears in different media channel across a specific time frame that often need to be clearly defined. Modern advertising campaign often combine multiple online and offline channels.

Advertising campaigns are developed to achieve a particular goals or a set of goals. Such goals typically include establishing a brand, raising brand awareness, increasing the rate of conversion/sales. The degree of success or failure at reaching these goals is measured with analytic tools.

I choose Maggi because Maggi is known by worldwide especially in Malaysia. In Malaysia, Maggi is a famous household food or seasoning. Maggi company is originally started in Switzerland, when Julius Maggi took over his father's mill.

In Malaysia the theme of Maggi is Happiness is Home made because nothing compares to a home-cooked meal seasoned with love and care. There are many way for me to advertise the Maggi. One is new packaging but how I can get my target audience through packaging. It also happen in website page and the Maggi Cup design. So I choose to create new product for Maggi.