There are two options available. When new, the Greenstar is supplied with a hard wired link between a permanent live and the preheat function allowing the ECO button to work as described. The installer has the option of removing the link and wiring it to the hot water channel of a two channel programmer instead. If this has been done, the ECO button will only work when the programmer (ie Hive HW) is set to be on (which simulates the hard wired link being present). I'm guessing it isn't 'on' and that's why the boiler display is letting you know that it's waiting for the programmer to turn it on.
When HW is enabled on hive, it still doesn't preheat, and still displays ECO+clock