Formatted PS3 - Online Pass not working

I've had to format my hdd after the latest update (thanks sony, update 4.41 has been a joy!😕mileymad🙂 and now I've finally got round to trying bf3 after reinstalling and buying premium in the sale I now can't get online. 

Whenever I try I get prompted to redeem a code or redownload.  Obviously the first doesn't work and even though the download from my history says its installed it still doesn't work!!!

Tried to contact ea through the live chat, but thanks to the wonder that is the superhub from virgin media , I got disconnected after waiting nearly an hour...also , the area code for a call back doesn't have enough digits (or am I missing something?!?😕mileyfrustrated🙂.

Please help!!!