At first, the lens upgrade would not work for me either. Then I read here about UN-registering the battery(s), and the upgrade loaded successfully.
First, be sure the lens is on the camera, and following the printed instructions, make sure the dial is set to P or any MODE except AUTO.
Be sure to RE-register the batteries after pressing SET to complete the upgrade, then remove and reset the batteries, then RE-register the batteries.
5DmkIII, 40mm STM, BG-e11