I strongly disagree.

This campaign was not only very well covered in mainstream media, it was also featured for days on the Indiegogo front page and it was the first result that would come up when searching for 'Indiegogo' on Google.

Not just that, it also appeared in the Twitter trending topics which is quite huge itself. I would say that most visitors on the campaign page were random people that had never heard of Jolla, MeeGo or anything like that.

Getting this crowd excited about a product could be turned into them buying another product (the phone), because as I said - people will still buy anything if it's crowdfunded

EDIT: And for the people who did hear about the phone - I can quite easily imagine them thinking "I heard about this thing a while ago and I didn't even know the company is still around. But with this huge crowdfunding success, I might give it a shot".