The project began as a minimal viable product (MVP) and its immediate success meant Impact Aid 2.0 was born a year later. By developing a game based app we brought out the user’s competitive streak with fun challenges - each one supporting the achievement of a key performance indicator (KPI) for the congress. Challenges were personalised based on roles, and players were rewarded with points and badges allowing them to climb their individual, regional and team leaderboards. We built in practical resources to increase quality customer conversations and developed timely nudges and notifications to motivate certain conversations at the right moments. By collaborating with UCB's IT and CRM teams, we also developed a data strategy to support each challenge and the consistent reporting of valuable information within the app.