Aliapp: digital services for citizens

One tool, many services at your fingertips. This is the core of Alia Multiutility’s new communication campaign, which will launch in the coming days on TV, social media, and digital platforms. The new spot is dedicated to Aliapp, the free app that simplifies and personalizes the relationship between citizens and environmental services.

Designed for everyone — young and old, families and individuals, residents and students — Aliapp is the app that enables every user to request services, receive updates, find information with just a few clicks, and report illegal dumping or service disruptions anytime, anywhere.

A true digital bridge between Alia and the community, Aliapp is at the heart of a fresh and engaging commercial, produced in both a long and short version. The spot, created by Mashfrog, features everyday people of different ages, lifestyles, and habits — all united by the desire to do their part, even with a simple tap on their smartphone.

Neutral environments and colorful, eye-catching backgrounds help keep the spotlight on people and their everyday actions — both those related to responsible waste management and those involving simple, intuitive interactions with the app. The video was produced by Mashfrog’s creative factory in its Rome studios, with the support of Artificial Intelligence and the use of 3D-reconstructed models. Directed by Luca Vitalone, with sound design by Riccardo Cocozza and concept by Andrea Alampi.

With this campaign, Alia is not just promoting a digital tool — it’s extending an invitation to get involved, to take action, and to build a new kind of relationship with the company. A relationship built on the simplicity of an intuitive interface and the convenience of services accessible in just a few seconds.

Through Aliapp, you can:

• report illegally dumped waste with geolocation, photos, and real-time updates on the cleanup;
• schedule bulky waste pickup at home;
• find the nearest recycling center;
• report full, damaged bins or missed collections;
• request services such as sanitization, private area cleaning, animal remains removal, and storm drain maintenance;
• use “Where Should I Throw It?”, the tool that helps identify the correct waste bin — even by scanning a product’s barcode;
• unlock smart bins using the “Open It!” feature;
• view and download your waste bill;
• request on-demand services — and much more;

Aliapp is free, available for iOS and Android, and can be activated in just a few seconds with a quick and easy registration. A modern app — but above all, a useful one — designed for those who want to report issues, stay informed, and help improve the cleanliness of their neighborhood and the efficiency of local services.

"We're launching this new Aliapp commercial on TV and digital channels," said Giuseppe Meduri, Director of Communications and External Relations at Alia Multiutility. "We chose a multi-subject ad format to reach all segments of our user base. The visuals, colors, and language give it a fresh, smart, and inclusive tone of voice. Our goal is to engage all our users with the ‘simple’ use of an app that lets them access our services anytime, from anywhere, with just a few clicks."

"With Aliapp, we’ve brought together creativity, technology, and innovation to put them at the service of people, the common good, and the environment," said Davide Lemma, Head of the Audio Visual Factory at Mashfrog. "The spot uses the tones of simplicity, empathy, and responsibility — in its narrative style, visual language, and even in the use of Artificial Intelligence. And it was a natural choice, because Alia’s message is clear and direct: digital tools improve services and quality of life for everyone. Every element of the spot had to reflect that message — both in form and imagery."

The new campaign is part of Alia’s ongoing path toward digitalization and innovation, aimed at making the entire urban sanitation system increasingly accessible, transparent, and efficient — tailored to people and local communities.