You have to use support in game initially ... although they will be useless.
After 24 hours - if you still haven't received it you need to log a case with EA.
Follow the "still need help" section ... and it will e-mail to open a case with them. You need to provide your info and proof of purchase. Ensure you provide screenshots with the URLs showing or they will reject them.
You also need to give screenshots of your character roster showing the affected characters (to show they haven't been upgraded).
I am just going through this exact issue at the moment ... as I bought the Ki Adi Mundi lightspeed bundle and never received it. They claim I did.