Which one did you buy? The month long one for tourists or the year long one for residents?
And did you create an account on www.sbb.ch before buying it?
Note that it is not necessary to load your half fare card in the app to buy half fare tickets. You can just indicate that you have the half fare card when purchasing. And you can put that in your profile (and that of any co passengers). You will be asked to show both the half fare card and your ticket during inspections though.