hey!, Orange Belgium’s "incredibly smart" brand, has been named Brand of the Year by Product of the Year (POY) Belgium, which grants awards worldwide based on consumer satisfaction studies. This distinction is all the more remarkable as it is the very first time a telecommunications brand has been awarded in the "brand" category.
Launched in September 2021, hey! had already made its mark on the sector by being named Product of the Year 2022 for its ultra-generous mobile plans in terms of data at a highly competitive price. The independent study, conducted among more than 10,000 consumers, quickly recognized hey! for its attractiveness, purchase intention, and sense of innovation.
Innovation is embedded in the DNA of the "incredibly smart" brand, which is determined to keep pushing boundaries while combining impeccable service quality, lifetime benefits, and bold imagery. hey! is redefining communication in the sector with creativity, enjoyment, and efficiency. This boldness is expressed daily through an unconventional hero: the hey! stuntman. He embodies modernity with humor and enthusiasm, never taking himself too seriously, while leaving a strong impression through his heroic messages.
Public recognition
This new award is a clear sign of public recognition, especially considering that POY aims, through its surveys, to recognize and reward brands that prioritize customer satisfaction and continuous improvement. The five criteria established for the "brand" category are purchase intention, attractiveness, innovation capability, CSR, and recommendation.
"Being named Brand of the Year 2026 is, of course, a tremendous source of pride for the entire hey! team and an encouragement to continue innovating in order to offer simple, generous, and reliable telecommunications that truly meet consumers’ expectations. From the very beginning, we have built hey! with and for our customers, and this recognition confirms that we are on the right track", says Nathalie Rahbani – Director & Acting Chief Brand, Communication and ESG Officer.
This new distinction further strengthens hey!’s position as a key reference among telecommunications offerings in Belgium, whose strength lies in its ability to deliver uncompromising quality at smart, accessible prices, along with ultra-clear offers, proving that customers don’t have to choose between value and performance.
